These Soak values define everything we do
At Soak, we’re all about creating innovative products that shift how people think about caring for their clothes, crafts, lingerie and more. We’ve created a premium category that’s redefining laundry care – and offering our customers gentle, deliciously scented options for washing the laundry they love most.
From our look to our message to our relationships, we value innovation, education, creativity, caring, community and sustainability. These values are who we are. Together, they tell the Soak story.
Disrupting business. Challenging the status quo. Being confident. Taking the road less traveled. Walking our own path.
Sharing knowledge so we can make better decisions about clothes, care and lifestyle. Lifelong students and teachers—in the company and community. We all have something to teach and something to learn.
In all aspects of business and life. Design, products, people, spaces, strategy, thinking.
Made in, for and reflecting the community. Building, sustaining, and encouraging the creation of community.
Long term outlook. Reusing, buy less, choose well. Longevity. Upcycled. Working now to ensure a strong future.
Empathy. Resiliency. Self-care. Tending to our favourite and most cherished people and items. The personal side of business. The connection with our customers.
love it. wear it. soak it.
What is Soakworthy™